Analysis: The Business of Selling

Screen Shot 2020-01-17 at 12.32.33

Ensuring that crowds continue to flock to classical music concerts relies on a top-notch marketing strategy – and retaining audiences is becoming an increasingly sophisticated discipline

Despite prophecies of the apocalyptic demise of classical music, you don’t have to look far for a positive narrative about its status in the 21st century. Many ensembles are getting it right, with subscription rates rising, audiences diversifying and donor bases expanding. But how are they doing it? It appears that the key to such success might be nothing to do with music at all, but another art form altogether – that of marketing…

If you are already a subscriber, sign in here

Sign up for a free 7-day trial to read this article in full

Strad subscription


This article is usually available exclusively to subscribers.

For a limited period, you can enjoy all the benefits of an online subscription free for 7 days. Sign up now to read this article in full and to enjoy unlimited access to all premium online content, a digital edition of the latest issue, plus an online archive of more than 100+ back issues.